How charities use Pardot to supercharge their campaigns
Updated: Jun 30, 2020
With so many email marketing platforms to choose from, it can be tricky to know which is the right one for your charity. As someone who uses Pardot for their nonprofit organisation every day, I’m sharing these five reasons why Pardot is a great option for any Salesforce-using NFP or charity wanting to create on-brand emails to boost their campaigns.
All campaigns have several touchpoints to reach supporters, from emails to web landing pages, it’s important that they all have the same look and reflect your brand.
Pardot email templates can replicate the look and feel of your charity’s brand amazingly. These will need to be built by a Salesforce Partner with design experience (just like oe:gen did for LIVES), but the extra effort means you’ll have something that reflects your brand and stands apart from other charity emails your supporters will be getting.
This looks really smart for those clicking through to your website and gives a seamless user experience.
Automated email journeys
Unlike some other platforms, Pardot lets you create automated email journeys that send your supporters relevant content based on their actions.
For example, when running your campaign, you can set supporters off on a pre-planned email journey that’s activated once they make an action.
For example, if someone donates, they will then be sent timely and relevant followup content automatically as part of their journey without you having to remember to manually send each email at the right times.
Choose your own scoring system
The scoring system lets you allocate points for each action taken, to rank how engaged the people on your database are. So, someone that clicks on a link in an email will get more points than someone who has simply opened the email, and unsurprisingly, it’s 0 points for someone that leaves an email unopened.
This means you can segment out your most engaged people who are likely to respond better to an ask, such as becoming a regular donor or signing up to an event. Their scores will also be visible in their Salesforce account, so other teams can see their recent email activity too.
Easy syncing with Salesforce
We’ve all been there trying to download and upload clunky excel sheets of email lists and mapping fields before you can actually send an email.
But because Pardot sits in Salesforce it syncs automatically so you can spend more time crafting great content and less time on the admin.
There are even Pardot forms you can embed in your website to capture supporter details straight into Salesforce effortlessly.
Because Salesforce is so big, there’s a lot of Pardot support available both from Salesforce themselves as well as a whole online community of other users. And these users are more than happy to help out with queries and share tips for creating great campaign emails.
There are also regular meetups worldwide for Salesforce users like The Nottingham Salesforce Admin Group, so you can meet others like you, learn new tips and tools, and ask any questions you have.